Mondelez International has overhauled its digital commerce strategy in response to the rise of AI-driven search, focusing on optimizing brand websites for AI, creating machine-readable content and implementing a performance measurement system. "We need to make sure that we can translate what humans think of when they think of Oreo or Cadbury or Milka into what AI thinks when they're going after these brands," said Andrew Lederman, vice president of global digital commerce.

Bloomingdale's is aggressively expanding its digital capabilities and retail formats to drive growth. including employing AI-driven tools for data augmentation, focusing on making its products more discoverable both on- and off-site and developing a "for you" section on its app tailored to individual preferences. The retailer is also expanding its Bloomie's format — a smaller, curated store model — by 15 locations in five years, says Rachel Abeles, senior vice president of customer and revenue growth.

Consumer goods company Henkel is applying AI to upgrade research and development, supply chain management and finance as part of its digital transformation strategy, according to Katrin Botzen, corporate director of global data and analytics. AI is embedded into everyday tools and business processes to address real business problems, including reducing trial and error in R&D and improving supply chain visibility. "We say this is now AI-generated and this is trusted information," says Botzen about turning fragmented data into actionable insights.

Conagra is continuing to advance its Project Catalyst initiative, which concentrates on using AI to re-engineer core business processes and enhance financial performance. The company has promoted Senior Director of AI Strategy Azeem Kapadia, who has overseen the deployment of a machine learning-driven forecasting system and the adoption of generative AI strategies and ethics, to VP of enterprise AI transformation as part of this advancement.

Premium dog nutrition firm PawCo Foods has launched an AI-enabled search assistant designed to help pet owners make informed dietary choices for their dogs. The tool centralizes data from reputable sources to provide personalized meal plans and product suggestions. Founder Dr. Mahsa Vazin said this innovation addresses the lack of accessible, trustworthy pet nutrition information, empowering dog owners with science-backed guidance.

Brooklyn-based firm Eko develops an AI-ready digital product catalog for retailers like Walmart and Best Buy in a "capture factory" in Bentonville, Arkansas. The process involves hundreds of employees manually photographing and filming products from all angles to improve online listings for AI platforms such as ChatGPT and Google's Gemini. This initiative aims to enhance the accuracy of product descriptions and realism of images, both crucial for helping to reduce return rates and improve AI shopping experiences.

Retailers are increasingly incorporating AI into physical stores, with varied applications. The Vitamin Shoppe's innovation store in New York features an AI-powered touchscreen for product information, while Guitar Center's Rig Advisor helps customers find products when staffers are unavailable. Crave Retail has introduced AI-driven smart fitting rooms in stores like Victoria's Secret and Under Armour, and Walmart uses AI-generated audio summaries to aid shopping decisions. Despite these advancements, AI in stores remains inconsistent, with many applications still relying on traditional technology.